미용서비스품질이 서비스가치와 고객만족에 미치는 영향

다국어 초록 (Multilingual Abstract)

ABSTRACT
An Effect of Beauty Service Quality on Service
Value and Customer Satisfaction
Byung-Sook, Choi
The Department of cosmetic art
The Graduate School of Seo-Kyeong University
Supervised by Professor Hye-Ran, Kim
With the quantitative and qualitative development of Korea's beauty
industry and increasing competition with advanced franchise brands
from abroad, Korea's beauty industry is required to establish customer
satisfaction strategies and make spontaneous efforts to achieve a
greater growth. Thus, this study was conducted to suggest service
quality and customer satisfaction strategies based on customer values
of beauty shop brands that are required to have market competence
and take leadership roles in the market. First, their unique service
quality factors were identified and the causalities of perceived values,
especially their catalytic roles and quantitative importance, with
customer satisfaction and intention for revisit. Then, differences in
service values, customer satisfaction, and intention for revisit were
examined according to demographic variables and number of regulars
to establish efficient customer satisfaction strategies. The following
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are the findings of this study:
From the theoretical perspective, there were five findings: first, the
unique service quality of beauty shop brands that were substantially
examined in this study consisted of five factors, which were physical
environment, customer service, professionalism, mutual relativity, and
reliability. Second, as for the effect of service quality on values,
professionalism and reliability had positive influences on service values.
Third, as for the effect of beauty service quality on customer
satisfaction, reliability, mutual relativity, customer service, and
professionalism had positive influences on customer satisfaction.
Fourth, there were catalytic roles and quantitative importance between
beauty service quality and customer satisfaction. Fifth, customers
perceived value and satisfaction separate from service quality.
Service providers should concentrate on providing value-oriented
services and reinforce key service quality to induce value and
customer satisfaction in order to enhance customer satisfaction and
loyalty. Key factors of service quality was reliability, mutual
relativity, customer service, and professionalism and the following
service quality strategies are required for beauty shop brands: first,
professional techniques are important, but building relationships with
customers based on trust was relatively more important. Second, as
customers value good relationships and mutual sympathy with
members of beauty shops, beauty shops should hire members with
good interpersonal skills or train them to share sympathy with
customers. Third, as customers hope to be welcomed and serviced
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with respect, beauty shops should examine the entire process of
customer service from greeting to sending off. Fourth, as customers
hope to be serviced by professionals, leading hair designers should be
experienced experts. Fifth, examining differences in service values,
customer satisfaction, and intention for revisit based on major
demographical characteristics, it was found that the average values of
these factors were relatively higher with more regulars between 20s
and 40s that show higher frequency of visit. Thus, performances of
beauty shops could be rated by the number of devoted customers
between 20s and 40s.
The limitations of this study are: first, it was regionally limited to
the metropolitan area around Seoul. Second, this study was a
substantial survey of customers and did not consider service strategies
currently practiced by beauty shops

국문 초록 (Abstract)

미용서비스품질이 서비스가치와
고객만족에 미치는 영향
서경대학교 미용예술대학원
미용예술학과 헤어 전공
최 병 숙
국내 미용업의 양적, 질적인 성장과 국외 선진 프랜차이즈와의 경쟁적
상황에서 국내의 미용업계는 한 차원 높은 성장을 위한 고객만족전략과
더불어 자구적 노력이 필요한 상황이다. 따라서 본 연구에서는 이에 보탬
이 되고자 국내 미용업계에서 경쟁력을 갖추고 선도적 역할이 기대되는
브랜드미용실에 고객가치를 근간으로 한 서비스품질과 고객만족전략을 제
시하고자 하였다. 본 연구에서는 고유서비스품질 요인들을 발견하고, 지각
된 가치, 고객만족, 재이용의도 간의 인과관계를 알아보고, 특히 지각된
가치의 매개적 역할과 계량적 중요성을 알아보고자 하였다. 또한 효율적
인 고객만족전략을 위해 주요 인구통계학적인 변수와 단골고객 여부에 따
라 서비스가치, 고객만족, 재이용의도에 차이가 있는지 알아보고자 하였
다.
본 연구의 시사점은 다음과 같다. 첫째, 본 연구를 통하여 실증적으로
탐색된 브랜드미용실의 고유 서비스품질은 물리적 환경, 고객응대, 전문
성, 상호관계, 신뢰성의 5개 요인으로 구성됨을 확인할 수 있었다. 둘째,
서비스품질과 가치 간에는 물리적 환경, 고객응대, 상호관계를 제외한 전
문성, 신뢰성이 서비스가치에 정의 영향을 미치는 것으로 나타났다.
셋째, 미용서비스품질과 고객만족간의 검정에서 신뢰성, 상호관계, 고객
응대, 전문성의 요인이 고객만족에 정의 영향을 미치는 것으로 나타났다.
넷째, 미용서비스품질과 고객만족간의 가치의 매개적 역할과 계량적 중
요성을 발견하였다.
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다섯째, 고객들은 가치와 만족을 서비스품질을 분리하여 인지하고 있음
을 보여주고 있다.
서비스제공자는 거래관계에서 고객에게 실질적인 만족과 충성의도를 높
이기 위해 가치 지향적 서비스를 제공할 수 있도록 집중하고, 가치와 고
객만족에 선행하는 핵심 서비스품질을 강화해야 한다. 총효과에 의거한
핵심 서비스품질은 신뢰성, 상호관계, 고객응대, 전문성 순으로 나타났으
며, 다음과 같은 브랜드미용실의 서비스품질전략이 요구된다.
첫째, 전문적인 기술력도 중요하지만 신뢰를 바탕으로 한 고객과의 인
간관계의 형성이 상대적으로 더 중요한 요인임을 보여주고 있다. 둘째, 고
객은 미용실의 구성원들과 원만한 관계유지와 상호간의 공감을 중시하는
것으로 나타났으며 이를 위해 미용실 구성원은 고객과 공감대를 나눌 수
있는 사교적인 요원으로 대체되거나 교육을 통하여 이에 대한 역량을 향
상시켜야 할 것이다. 셋째, 고객은 언제나 환영받는 것을 물론 고객으로서
대접받길 원하므로 미용실은 고객을 맞이하는 프로세스부터 서비스 후에
고객을 보내는 프로세스까지 고객응대 전 과정을 점검해 볼 필요가 있다.
넷째, 고객은 자신에게 서비스를 제공하는 사람이 전문가이길 원하므로
핵심요원인 헤어디자이너들은 경험이 풍부한 기술자로 선발되어야 한다.
다섯째, 주요 인구통계학적인 특성을 이용한 서비스가치, 고객만족, 재이
용의도의 차이분석에서 20∼40대의 이용빈도가 많은 단골고객의 경우에
이들의 평균값이 상대적으로 높은 것으로 나타나 20∼40대의 충성도 강한
고객확보가 미용실의 성과를 가름할 수 있음을 보여 주고 있다.
본 연구의 한계는 첫째, 지역적으로 서울지역을 포함한 수도권에 한정
되었다. 둘째, 본 연구결과는 고객을 대상으로 한 실증적 설문조사이어서
브랜드미용실이 제시하는 서비스전략은 배제되었다.

목차 (Table of Contents)

• 목 차
• ABSTRACT
• Ⅰ. 서 론 ···································································································1
• 1. 연구의 필요성 및 목적 ·················································································1
• 2. 연구 문제 ·········································································································3
• 3. 연구의 절차 및 구성 ·····················································································4
• Ⅱ. 이론적 배경 ······················································································6
• 1. 미용산업의 특성과 현황 ···············································································6
• 1)미용산업의 특성 ··························································································6
• 2)미용산업의 현황 ··························································································7
• 2. 서비스품질 ·······································································································9
• 1) 서비스의 정의와 특성 ··············································································9
• 2) 서비스품질과 측정 ··················································································12
• 3) 미용서비스품질 ························································································19
• 3. 서비스가치 ·····································································································21
• 4. 고객만족 ·········································································································23
• 1) 고객만족의 개념 ······················································································23
• 2) 고객만족 이론 ··························································································25
• 5. 고객충성도와 재이용의도 ···········································································30
• 1) 고객충성도 ································································································30
• 2) 재이용의도 ································································································32
• 3) 고객만족과 재이용의도 간의 관계 ······················································33
• 6. 선행연구 ·········································································································35
• 1) 인과관계 종합 ··························································································35
• 2) 관련 선행연구 ··························································································37
• Ⅲ. 연구가설과 연구모형 ···································································40
• 1. 연구가설의 개발 ···························································································40
• 1) 미용서비스품질과 서비스가치간의 관계 ············································40
• - ii -
• 2) 미용서비스품질과 고객만족간의 관계 ················································41
• 3) 서비스가치와 고객만족간의 관계 ························································42
• 4) 서비스가치와 재이용의도간의 관계 ····················································43
• 5) 고객만족과 재이용의도간의 관계 ························································44
• 6) 인구통계학 변수에